Bringing a 360,000-member pension fund's application online, through a full platform redesign
Bringing a 360,000-member pension fund's application online, through a full platform redesign
Bringing a 360,000-member pension fund's application online, through a full platform redesign
Bringing a 360,000-member pension fund's application online, through a full platform redesign
Multi-role platform
Accessibility-driven design
B2B2C
Multi-role platform
Accessibility-driven design
B2B2C
Multi-role platform
Accessibility-driven design
B2B2C
Overview
Rethinking for scale, trust, and long-term growth
Overview
Rethinking for scale, trust, and long-term growth
Overview
Rethinking for scale, trust, and long-term growth
Regulatory changes were bringing in new members and the platform wasn't ready.
I joined a cross-organizational team to redesign the experience for a user base spanning ages 20 to 80 years old, across three distinct roles.
Client name hidden for privacy and confidentiality reasons.
Overview
Rethinking for scale, trust, and long-term growth
Regulatory changes were bringing in new members and the platform wasn't ready.
I joined a cross-organizational team to redesign the experience for a user base spanning ages 20 to 80 years old, across three distinct roles.
Client name hidden for privacy and confidentiality reasons.
Team
Team
Team
2 UX / UI Designers
1 Branding Designer
1 Illustrator
1 Creative Director
1 UX Lead
1 Content Strategist
1 Project Manager
1 QA Specialist
1 Project Lead
1 Product Owner
2 Developers
2 UX / UI Designers
1 Branding Designer
1 Illustrator
1 Creative Director
1 UX Lead
1 Content Strategist
1 Project Manager
1 QA Specialist
1 Project Lead
1 Product Owner
2 Developers
2 UX / UI Designers
1 Branding Designer
1 Illustrator
1 Creative Director
1 UX Lead
1 Content Strategist
1 Project Manager
1 QA Specialist
1 Project Lead
1 Product Owner
2 Developers
My role
UX/UI Designer
Timeframe
May 2023 - May 2024
Tools
Figma, Miro, ChatGPT
My role
UX/UI Designer
Timeframe
May 2023 - May 2024
Tools
Figma, Miro, ChatGPT
My role
UX/UI Designer
Timeframe
May 2023 - May 2024
Tools
Figma, Miro, ChatGPT
Work methodology
Agile, phase iterative design: three phases with weekly client reviews.
Work methodology
Agile, phase iterative design: three phases with weekly client reviews.
Work methodology
Agile, phase iterative design: three phases with weekly client reviews.
Impact
Reduced support inquiries by 25% in three months
Content became clearer and navigation simpler across the platform, with the pension application now a six-step online process. Members across all age groups complete tasks with more confidence and less staff support.
Impact
Reduced support inquiries by 25% in three months
Content became clearer and navigation simpler across the platform, with the pension application now a six-step online process. Members across all age groups complete tasks with more confidence and less staff support.
Impact
Reduced support inquiries by 25% in three months
Content became clearer and navigation simpler across the platform, with the pension application now a six-step online process. Members across all age groups complete tasks with more confidence and less staff support.
Impact
Reduced support inquiries by 25% in three months
Content became clearer and navigation simpler across the platform, with the pension application now a six-step online process. Members across all age groups complete tasks with more confidence and less staff support.
Problem
An outdated platform members avoided
Confusing navigation, an outdated look, dense content, and accessibility gaps made the platform hard to use, especially for less tech-savvy members.
Problem
An outdated platform members avoided
Confusing navigation, an outdated look, dense content, and accessibility gaps made the platform hard to use, especially for less tech-savvy members.
Problem
An outdated platform members avoided
Confusing navigation, an outdated look, dense content, and accessibility gaps made the platform hard to use, especially for less tech-savvy members.
Problem
An outdated platform members avoided
Confusing navigation, an outdated look, dense content, and accessibility gaps made the platform hard to use, especially for less tech-savvy members.
Project goals
Project goals
Business
Reduce support queries and increase user satisfaction through self-service capabilities.
Functional
Support self-service and replace offline or paper-based steps with efficient digital workflows.
Content and maintenance
Simplify content management, improve structure, and archive outdated material to maintain relevance at scale.
Visual
Establish a unified visual language that reinforces trust, ensures consistency, and supports long-term scalability.
Business
Reduce support queries and increase user satisfaction through self-service.
Functional
Support self-service and replace offline or paper-based steps with a digital workflow.
Content and maintenance
Simplify content management, improve structure, and archive outdated material to maintain relevance at scale.
Visual
Establish a unified visual language that reinforces trust, ensures consistency, and supports long-term scalability.
Business
Reduce support queries and increase user satisfaction through self-service.
Functional
Support self-service and replace offline or paper-based steps with a digital workflow.
Content and maintenance
Simplify content management, improve structure, and archive outdated material to maintain relevance at scale.
Visual
Establish a unified visual language that reinforces trust, ensures consistency, and supports long-term scalability.
Business
Reduce support queries and increase user satisfaction through self-service.
Functional
Support self-service and replace offline or paper-based steps with a digital workflow.
Content and maintenance
Simplify content management, improve structure, and archive outdated material to maintain relevance at scale.
Visual
Establish a unified visual language that reinforces trust, ensures consistency, and supports long-term scalability.
Business
Reduce support queries and increase user satisfaction through self-service.
Functional
Support self-service and replace offline or paper-based steps with a digital workflow.
Content and maintenance
Simplify content management, improve structure, and archive outdated material to maintain relevance at scale.
Visual
Establish a unified visual language that reinforces trust, ensures consistency, and supports long-term scalability.
Project goals
Business
Reduce support queries and increase user satisfaction through self-service capabilities.
Functional
Support self-service and replace offline or paper-based steps with efficient digital workflows.
Content and maintenance
Simplify content management, improve structure, and archive outdated material to maintain relevance at scale.
Visual
Establish a unified visual language that reinforces trust, ensures consistency, and supports long-term scalability.
Business
Reduce support queries and increase user satisfaction through self-service.
Functional
Support self-service and replace offline or paper-based steps with a digital workflow.
Content and maintenance
Simplify content management, improve structure, and archive outdated material to maintain relevance at scale.
Visual
Establish a unified visual language that reinforces trust, ensures consistency, and supports long-term scalability.
Business
Reduce support queries and increase user satisfaction through self-service.
Functional
Support self-service and replace offline or paper-based steps with a digital workflow.
Content and maintenance
Simplify content management, improve structure, and archive outdated material to maintain relevance at scale.
Visual
Establish a unified visual language that reinforces trust, ensures consistency, and supports long-term scalability.
Business
Reduce support queries and increase user satisfaction through self-service.
Functional
Support self-service and replace offline or paper-based steps with a digital workflow.
Content and maintenance
Simplify content management, improve structure, and archive outdated material to maintain relevance at scale.
Visual
Establish a unified visual language that reinforces trust, ensures consistency, and supports long-term scalability.
Business
Reduce support queries and increase user satisfaction through self-service.
Functional
Support self-service and replace offline or paper-based steps with a digital workflow.
Content and maintenance
Simplify content management, improve structure, and archive outdated material to maintain relevance at scale.
Visual
Establish a unified visual language that reinforces trust, ensures consistency, and supports long-term scalability.
Constraints and trade-offs
Constraints and trade-offs
Constraints and trade-offs
1
Outdated design system
The existing design system hadn't kept up with the platform, and a full rebuild didn't fit the timeline, so I built a scoped library instead, covering just what the redesign needed.
2
Regulatory constraints
Some content was legally required, so I couldn't reduce it. Instead, I showed the key information first and revealed the rest gradually, as members needed it, which reduced visible text by about 48% without removing anything the law required.
3
Limited support capacity
The client's proposed roadmap put new sections first, work that had little to do with helping members with low digital literacy, but older members still preferred a person over a screen. So we reprioritized toward the pages that mattered most for them, gaining time to test and protecting a group critical to the business goal.
Sneak peek of the final design launched in August 2024!
Sneak peek of the final design launched in August 2024!
Screenshots of the new design
Screenshots of the new design
Screenshots of the new design
User Journey
From "What am I eligible for?" to "What happens next?"
The platform supports members across the full pension lifecycle. Understanding the journey was the first step before diagnosing where it broke.
The platform supports members across the full pension lifecycle, so understanding the journey was the first step before diagnosing where it broke.
User Journey
From "What am I eligible for?" to "What happens next?"
The platform supports members across the full pension lifecycle. Understanding the journey was the first step before diagnosing where it broke.
User Journey
From "What am I eligible for?" to "What happens next?"
The platform supports members across the full pension lifecycle. Understanding the journey was the first step before diagnosing where it broke.
1.
Explore benefits
Members review benefit types, eligibility criteria, and plan details.
2.
Verify status
Members check benefit type, vesting status, and payment information in their accounts.
3.
Estimate benefits
Members simulate future pension scenarios using contribution and age inputs.
4.
Apply for pension
Multi-step application with required documents and optional forms.
5.
Manage account
Ongoing management of payments, documents, and personal data.
1.
Explore benefits
Members review benefit types, eligibility criteria, and plan details.
2.
Verify status
Members check benefit type, vesting status, and payment information in their accounts.
3.
Estimate benefits
Members simulate future pension scenarios using contribution and age inputs.
4.
Apply for pension
Multi-step application with required documents and optional forms.
5.
Manage account
Ongoing management of payments, documents, and personal data.
Users
Three user profiles, one unified experience
Users
Three user profiles, one unified experience
Users
Three user profiles, one unified experience
Each audience interacts with the platform differently, requiring tailored features and content.
Each audience interacts with the platform differently, requiring tailored features and content.
Users
Three user profiles, one unified experience
Each audience interacts with the platform differently, requiring tailored features and content.
Members
KEY USER
Active and retired members use the platform to check payments, estimate benefits, and access updated info.
Local Unions
KEY USER
Use the platform for member administration, toolkits, and content that simplify group management. It helps improve coordination between the organization and local groups.
Management & Business Development
Use the web application to showcase value, expand visibility in new sectors, and grow membership and engagement. They unlock new business opportunities.
UX Analysis
A page-by-page audit to see what wasn't working
Before talking to users, I audited the site page by page as a first pass at spotting usability problems.
UX Analysis
A page-by-page audit to see what wasn't working
Before talking to users, I audited the site page by page as a first pass at spotting usability problems.
UX Analysis
A page-by-page audit to see what wasn't working
Before talking to users, I audited the site page by page as a first pass at spotting usability problems.
UX Analysis
A page-by-page audit to see what wasn't working
Before talking to users, I audited the site page by page as a first pass at spotting usability problems.
Pension application
Pension application
Pension application
Applying for pension benefits required downloading, printing, and mailing forms.
Applying for pension benefits required downloading, printing, and mailing forms.
Hard to scan what to do first.
Hard to scan what to do first.
Members couldn't tell what was clickable.
Members couldn't tell what was clickable.
Members had no way to track progress.
Members had no way to track progress.
1
2
3
1
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3
1
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3
Even though it’s named “dashboard”, it functions as a document repository rather than a central hub.
Even though it’s named “dashboard”, it functions as a document repository rather than a central hub.
1
Clicking “Edit” buttons redirects users to a new full-page form without breadcrumbs or a clear back option. This breaks context from the dashboard, increases disorientation, and reduces accessibility.
Clicking “Edit” buttons redirects users to a new full-page form without breadcrumbs or a clear back option. This breaks context from the dashboard, increases disorientation, and reduces accessibility.
2
There’s no hierarchy between actions, so users struggled to locate key actions like editing their address or making pension estimations.
There’s no hierarchy between actions, so users struggled to locate key actions like editing their address or making pension estimations.
3
1
2
3
1
2
3
1
2
3
Using all-uppercase titles and labels reduces legibility, slows scanning, and creates accessibility issues for users with dyslexia or screen readers, making navigation harder to interpret quickly.
1
Key workflows, such as applying for pension benefits, require downloading and printing forms. This raises barriers for users and reduces efficiency.
2
The download actions don’t resemble links or buttons.
3
1
1
1
This page is very hard to scan: even though there are plenty of sub-headings, it’s not enough to establish a good content hierarchy.
1
Estimating benefits
No guidance on what the numbers meant or what to do next. Members were left to interpret them alone.
No guidance on what the numbers meant or what to do next. Members were left to interpret them alone.
No visual separation between inputs and outputs.
No visual separation between inputs and outputs.
Members couldn't tell if clicking would open a new page, a modal, or an inline expansion.
Members couldn't tell if clicking would open a new page, a modal, or an inline expansion.
Members didn't know how to change inputs.
Members didn't know how to change inputs.
This element behaves like a back action to edit form inputs, but no other section uses this pattern. Its uniqueness creates inconsistency and breaks expected navigation flow.
1
The “More Information” links are repeated excessively and lack context. Users may be unsure whether they open new pages, modals, or inline expansions.
2
No clear feedback or progressive disclosure guides users through the process.
3
Results are displayed in a dense table with small text and limited spacing.
4
1
2
3
4
1
2
3
4
1
2
3
4
1
2
3
4
1
2
3
4
5
5
Lack of location indicator: There isn’t a clearpage title.
1
Forms fail to indicate which fields are optional or required, forcing users to guess.
2
Overly long labels in poorly styled cancel buttons reduce affordance, making actions harder to scan and distinguish. In addition to this, labels this long break across lines on mobile.
3
This Edit Family Information section behaves inconsistently compared to other edits, opening in a pop-up instead of a full page. This breaks interaction patterns and reduces predictability.
4
The buttons show major inconsistency across screens, styles, sizes, and hierarchy change unpredictably, weakening affordance and confusing users about which actions are primary.
5
Too many button styles creates inconsistency.
1
Buttons don’t stand out as interactive elements.
2
The banner text has very low contrast against the background, making it nearly invisible and failing accessibility contrast standards.
3
Uppercase titles and oversized icons create poor hierarchy and distracts from the actual tasks users need to complete.
4
1
2
3
4
1
2
3
4
Issues across all journey steps
Navigation and structure: Inconsistent navigation left members unable to track their position or return to previous steps.
Navigation and structure: Inconsistent navigation left members unable to track their position or return to previous steps.
Forms and interaction: Forms behaved differently depending on context, from full pages to pop-ups, and unclear cancel options, so inconsistent patterns created confusion.
Forms and interaction: Forms behaved differently depending on context, from full pages to pop-ups, and unclear cancel options, so inconsistent patterns created confusion.
An inconsistent UI, unclear priorities: Buttons, titles, and spacing varied across screens, making it hard to distinguish primary from secondary actions.
An inconsistent UI, unclear priorities: Buttons, titles, and spacing varied across screens, making it hard to distinguish primary from secondary actions.
Content overload: Lack of hierarchy and redundant content buried the details members needed.
Content overload: Lack of hierarchy and redundant content buried the details members needed.
Research
What 4 stakeholder interviews revealed
Research
What 4 stakeholder interviews revealed
Research
What 4 stakeholder interviews revealed
Representatives from four internal teams, Marketing, Employer Services, Pension & Actuarial, and Communication, shared their view of the project. They walked us through the industry, the vocabulary members use, and where they thought users got stuck.
We also asked how they'd measure success, and each named the same thing in different words: fewer calls to the call centre, digital form submissions against downloaded forms, more web registrations.
Research
What 4 stakeholder interviews revealed
Representatives from four internal teams, Marketing, Employer Services, Pension & Actuarial, and Communication, shared their view of the project. They walked us through the industry, the vocabulary members use, and where they thought users got stuck.
We also asked how they'd measure success, and each named the same thing in different words: fewer calls to the call centre, digital form submissions against downloaded forms, more web registrations.
One experience for every generation with different levels of digital literacy.
One experience for every generation with different levels of digital literacy.
Managing and applying for benefits was confusing.
Managing and applying for benefits was confusing.
Getting it wrong felt high stakes with an unclear application process.
Getting it wrong felt high stakes with an unclear application process.
the company
Stakeholder interviews findings
Description of the three user personas
Description of the three user personas
Screenshots of the stakeholders report
User Interviews
What 10 interviews taught us they do instead of using the platform
User Interviews
What 10 interviews taught us they do instead of using the platform
User Interviews
What 10 interviews taught us they do instead of using the platform
We talked to members across every stage of the pension journey, along with local union representatives, in moderated remote sessions.
User Interviews
What 10 interviews taught us they do instead of using the platform
We talked to members across every stage of the pension journey, along with local union representatives, in moderated remote sessions.
The platform felt unfamiliar every visit
The platform felt unfamiliar every visit
"Every time I go there it's a new experience because I don't use it often."
"Every time I go there it's a new experience because I don't use it often."
The favorite tool only opened after logging in so it was hard to find
The favorite tool only opened after logging in so it was hard to find
The benefit estimator was the feature almost everyone mentioned, but members who weren't logged in didn't know it existed.
"I like playing with the numbers"
The benefit estimator was the one feature almost everyone brought up on their own, members liked to "play with the numbers".
Reaching it meant logging in first and clicking past a repeated legal disclaimer, so anyone not registered never saw it.
The benefit estimator was the feature almost everyone mentioned, but members who weren't logged in didn't know it existed.
"I like playing with the numbers"
Members avoided using the platform
Members avoided using the platform
Local union representatives were printing and mailing members' forms because members didn't trust doing it online.
"They are scared, so they came in person because they are comfortable with me."
Local union representatives were printing and mailing members' forms because members didn't trust doing it online.
"They are scared, so they came in person because they are comfortable with me."
Local union representatives were printing and mailing members' forms because members didn't trust doing it online.
"They are scared, so they came in person because they are comfortable with me."
The application process wasn't clear enough
The application process wasn't clear enough
Members were told to download the form, complete it, and submit it, but nothing on the page explained how to get it back to the Fund.
"I wanted to submit the application online, but couldn't figure out how... But how can I upload?"
Members were told to download the form, complete it, and submit it, but nothing on the page explained how to get it back to the Fund.
"I wanted to submit the application online, but couldn't figure out how... But how can I upload?"
Description of the three user personas
Screenshots of the stakeholders report
Tree Testing
They followed every path and still got lost
Tree Testing
They followed every path and still got lost
Tree Testing
They followed every path and still got lost
Real tasks, from registering an account to downloading a benefit letter, tested on the current structure with no visual design attached. Half failed, and not for the same reason.
Real tasks, from registering an account to downloading a benefit letter, tested on the current structure with no visual design attached. Half failed, and not for the same reason.
Tree Testing
They followed every path and still got lost
Real tasks, from registering an account to downloading a benefit letter, tested on the current structure with no visual design attached. Half failed, and not for the same reason.
26
26
tasks were tested on the old structure
tasks were tested on the old structure
tasks were tested on the old structure
FAILED
13
13
6
6
6
Quick fixes
Quick fixes
Quick fixes
Renaming a label or moving a section.
Renaming a label or moving a section.
Renaming a label or moving a section.
7
7
7
Failed on paths that already made sense
Failed on paths that already made sense
Failed on paths that already made sense
Members reached the right page and still couldn't tell if was the right one.
Members reached the right page and still couldn't tell if was the right one.
Members reached the right page and still couldn't tell if was the right one.
SUCCEEDED
13
13
Mostly simple account basics, such as registering, recovering a login, updating contact details, and setting up direct deposit. Nothing that required understanding a pension concept.
Mostly simple account basics, such as registering, recovering a login, updating contact details, and setting up direct deposit. Nothing that required understanding a pension concept.
Mostly simple account basics, such as registering, recovering a login, updating contact details, and setting up direct deposit. Nothing that required understanding a pension concept.
Main Challenge
Accessible design within rules that couldn't bend
Main Challenge
Accessible design within rules that couldn't bend
Main Challenge
Accessible design within rules that couldn't bend
Restructuring a legacy platform for multiple user roles meant balancing regulatory constraints that limited how much content could be simplified with a member base spanning ages 20 to 80, where accessibility was non-negotiable at every decision point.
Restructuring a legacy platform for four user roles, under regulatory constraints, without simplifying it beyond what the content allowed. The 20-to-80 age range made accessibility non-negotiable at every decision point.
Restructuring a legacy platform for four user roles, under regulatory constraints, without simplifying it beyond what the content allowed. The 20-to-80 age range made accessibility non-negotiable at every decision point.
Main Challenge
Accessible design within rules that couldn't bend
Restructuring a legacy platform for multiple user roles meant balancing regulatory constraints that limited how much content could be simplified with a member base spanning ages 20 to 80, where accessibility was non-negotiable at every decision point.
Ideation
A structure built around what people came to do
Ideation
A structure built around what people came to do
Ideation
A structure built around what people came to do
The sitemap mixed task-oriented pages with educational ones, so members ready to act kept landing on content meant to explain.
Ideation
A structure built around what people came to do
The sitemap mixed task-oriented pages with educational ones, so members ready to act kept landing on content meant to explain.
New sitemap
New sitemap (tap to zoom in)
New additions
Benefit estimator landing page reachable before login, explaining what the tool does before asking someone to register.
Dedicated space for Local Unions
Glossary for complex terminology
News and articles hub
Simplified navigation bar that separates educational content and task-oriented tools.
User Testing
Knowing where to go wasn't the same as knowing where you were
User Testing
Knowing where to go wasn't the same as knowing where you were
User Testing
Knowing where to go wasn't the same as knowing where you were
Four participants, two retirees and two non-retirees, tested realistic pension tasks on a prototype of the new design while I observed navigation and decision-making.
User Testing
Knowing where to go wasn't the same as knowing where you were
Four participants, two retirees and two non-retirees, tested realistic pension tasks on a prototype of the new design while I observed navigation and decision-making.
Findings
Findings
Findings
Navigation and orientation
Navigation and orientation
Navigation and orientation
Members understood the Account Summary content but couldn't identify the page by name, and one participant confused Account Summary with Account Profile since both labels shared a word.
Benefit Estimator
Benefit Estimator
Benefit Estimator
Every participant found the tool without hesitation. Once inside, the Contribution date field confused people, as some couldn't tell whether it showed the current status or a projection.
No clear confirmation on save
No clear confirmation on save
No clear confirmation on save
Members went to Account Profile to update an address, but validation showed two similar versions with no clear way to tell which one would be saved, risking a pension payment sent to the wrong address.
Content structure and scannability
Content structure and scannability
Content structure and scannability
Bullet points, concise paragraphs, and icons made pension information easier to scan, but labels, groupings, and terminology still needed work, and content overload was reduced but not fully resolved yet.
Final Design
A clearer structure that supports trust and confident actions
Final Design
A clearer structure that supports trust and confident actions
Final Design
A clearer structure that supports trust and confident actions
The new design puts essential details where members need them. Clearer labels, structure, and visuals reduce hesitation at every decision point.
Reduce the re-learning curve for infrequent users
Reduce the re-learning curve for infrequent users
Members who visit a few times a year couldn't rebuild their mental model each time, especially in multi-step flows. Nothing confirmed they were on the right path.
Members who visit a few times a year couldn't rebuild their mental model each time, especially in multi-step flows. Nothing confirmed they were on the right path.
Members who visit a few times a year couldn't rebuild their mental model each time, especially in multi-step flows. Nothing confirmed they were on the right path.
Solution
Contextual guidance at decision points and stepper patterns for complex workflows gave returning users something to anchor to at each step.
Contextual guidance at decision points and stepper patterns for complex workflows gave returning users something to anchor to at each step.
Leaving didn't mean starting over
A six-step application, with documents to upload and details to pull from other records, isn't something most members would finish in one sitting.
Solution
Contextual guidance at decision points and stepper patterns for complex workflows gave returning users something to anchor to at each step.
An alternative with fewer, broader steps that was set aside early
A first draft used a tab-style layout with fewer, broader steps. We moved to a numbered stepper instead, since tabs suggest sections a member can open in any order, while a legal application needs to show sequence and how much is left to submit.
Leaving didn't mean starting over
A six-step application, with documents to upload and details to pull from other records, isn't something most members would finish in one sitting.
Solution
Contextual guidance at decision points and stepper patterns for complex workflows gave returning users something to anchor to at each step.
An alternative with fewer, broader steps that was set aside early
A first draft used a tab-style layout with fewer, broader steps. We moved to a numbered stepper instead, since tabs suggest sections a member can open in any order, while a legal application needs to show sequence and how much is left to submit.
Give members a stable sense of where they are
Give members a stable sense of where they are
Navigation labels got members to the right section, but once inside, they lost track. The "where am I?" problem persisted across the platform.
Navigation labels got members to the right section, but once inside, they lost track. The "where am I?" problem persisted across the platform.
Solution
Breadcrumbs, visible page titles, and a consistent sidebar gave members orientation across the platform.
Example: Account Summary moved from a sidebar label to a prominent page-level title.
Breadcrumbs, visible page titles, and a consistent sidebar gave members orientation across the platform.
Example: Account Summary moved from a sidebar label to a prominent page-level title.
Replace the download-print-mail loop with a structured digital path
Replace the download-print-mail loop with a structured digital path
The pension application had no online submission flow, no clear steps, and no status tracking. Members downloaded, printed, and mailed forms because the platform gave them no alternative.
The pension application had no online submission flow, no clear steps, and no status tracking. Members downloaded, printed, and mailed forms because the platform gave them no alternative.
Solution
Breadcrumbs, visible page titles, and a consistent sidebar gave members orientation across the platform.
Example: Account Summary moved from a sidebar label to a prominent page-level title.
A stepper broke the application into four visible stages. Members could complete their submission in five clicks. Status tracking and save-and-return removed the need for printed forms.
A stepper broke the application into four visible stages. Members could complete their submission in five clicks. Status tracking and save-and-return removed the need for printed forms.
Make dense pension details easier to digest
Make dense pension details easier to digest
The pension application had no online submission flow, no clear steps, and no status tracking. Members downloaded, printed, and mailed forms because the platform gave them no alternative.
There was content overload and a lack of hierarchy across every journey stage. Members couldn't find what mattered without reading everything.
There was content overload and a lack of hierarchy across every journey stage. Members couldn't find what mattered without reading everything.
Solution
There was content overload and a lack of hierarchy across every journey stage. Members couldn't find what mattered without reading everything.
Key content first, context second, regulatory detail on demand. Visible text cut by 48% without removing required information.
Key content first, context second, regulatory detail on demand. Visible text cut by 48% without removing required information.
A pension application members could actually finish
Applying for a pension meant downloading a form, filling it out by hand, and mailing it back, with no way to continue later if interrupted.
Solution
The application became an online process members could complete in a few steps, save, and come back to whenever they needed.
Leaving didn't mean starting over
A six-step application, with documents to upload and details to pull from other records, isn't something most members would finish in one sitting.
Solution
Every completed step stayed saved automatically, so a member could close the application and pick it up again exactly where they left off.
A tab alternative we decided to set aside
An early version grouped fields into tabs. We moved to a numbered stepper so members could always see what was done and what was left to submit, making it easier to track progress at a glance.
Reduce the re-learning curve
Members visited once or twice a year, not often enough to remember how the site worked from one visit to the next.
Solution
The most complex tasks were broken into clear, visible steps with contextual guidance, so members could complete them without having to remember how the site worked.
Use the estimator to project your future pension benefits. Enter key dates to calculate an estimate tailored to your situation.
Logo
A clear sense of place on every page
Members could find the right page, but once inside, they couldn't tell where they were.
Solution
Breadcrumbs, visible page titles, and a consistent sidebar gave members orientation across the platform.
Logo
Keep track of your payments, benefits and documents.
Make dense pension details easier to digest
Pages mixed required legal information with everyday content, with no clear order between them.
Solution
Key content first, context second, regulatory detail on demand. Visible text cut by 48% without removing required information to make information easier to scan.
Impact and outcomes
What changed for users, the business, and the team
Impact and outcomes
What changed for users, the business, and the team
Impact and outcomes
What changed for users, the business, and the team
25% fewer support inquiries in 3 months: The redesign was built around self-service and member autonomy.
No more re-reading and no more mailing it in: Clearer content helped members find what they needed, and applying online instead of mailing paper forms reduced the back and forth.
Ready for growth already underway: The UI library lets the team add new pages and features while keeping them consistent with the redesign.
Next Steps
Advising on what to measure next
Next Steps
Advising on what to measure next
Next Steps
Advising on what to measure next
The fund tracked product metrics like call volume, but not UX performance, so we recommended new metrics to track.
Digital form submissions vs downloaded form.
Digital form submissions vs downloaded form.
Digital form submissions vs downloaded form.
Increase in web registrations.
Increase in web registrations.
Increase in web registrations.
Monitor feedback and support requests.
Monitor feedback and support requests.
Monitor feedback and support requests.
Further drops in support inquiries.
Further drops in support inquiries.
Further drops in support inquiries.
Track Customer Effort Score on the application flow.
Track Customer Effort Score on the application flow.
Track Customer Effort Score on the application flow.
Your monthly benefit is calculated as 50% of the member's earned pension at the time of death.
Provides up to 60 guaranteed monthly payments equal to the member's pension benefit.
Paid to the first eligible beneficiary in the order listed above.
Your monthly benefit is calculated as 50% of the member's earned pension at the time of death.
Provides up to 60 guaranteed monthly payments equal to the member's pension benefit.
Paid to the first eligible beneficiary in the order listed above.
Your monthly benefit is calculated as 50% of the member's earned pension at the time of death.
Provides up to 60 guaranteed monthly payments equal to the member's pension benefit.
Paid to the first eligible beneficiary in the order listed above.
Next project
Next project
Next project
Making credit card management easier with a smarter structure and optimized user flows
Making credit card management easier with a smarter structure and optimized user flows
Making credit card management easier with a smarter structure and optimized user flows
Mobile App
Banking
Redesing
I restructured the credit card management flow for a digital bank, helping users complete tasks faster and with less confusion. The redesign improved navigation clarity, reduced friction, and increased user confidence.
I restructured the credit card management flow for a digital bank, helping users complete tasks faster and with less confusion. The redesign improved navigation clarity, reduced friction, and increased user confidence.
I restructured the credit card management flow for a digital bank, helping users complete tasks faster and with less confusion. The redesign improved navigation clarity, reduced friction, and increased user confidence.
Impact: Significantly reduced user confusion and time spent on key actions, making credit card management faster and easier to understand.
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